Akamai secures and delivers digital experiences for the world’s largest companies. Akamai’s intelligent edge platform surrounds everything, from the enterprise to the cloud, so customers and their businesses can be fast, smart, and secure. Top brands globally rely on Akamai to help them realize competitive advantage through agile solutions that extend the power of their multi-cloud architectures. Akamai keeps decisions, apps, and experiences closer to users than anyone — and attacks and threats far away. Akamai’s portfolio of edge security, web and mobile performance, enterprise access, and video delivery solutions is supported by unmatched customer service, analytics, and 24/7/365 monitoring. To learn why the world’s top brands trust Akamai, visit www.akamai.com, blogs.akamai.com, or @Akamai on Twitter. You can find our global contact information at www.akamai.com/locations. Published 01/20.

A THRIVING BUSINESS

CONSUMERS HAVE HIGH EXPECTATIONS

Brands must balance consumer

data privacy and protection with

personalized customer experience.

of those surveyed prefer TRUSTED BRANDS to use PERSONAL DATA for specific purposes that BENEFIT the consumer.155%

are more likely to shop with brands that RECOGNIZE, remember, and provide relevant offers 2

avoid purchasing from companies that they believe DO NOT PROTECT their personal information 3

91%

70%

THE CONSUMER TRUST CONUNDRUM

TOFROM

HOW SHOULD BUSINESSES PROTECT CONSUMER DATA WITHOUT COMPROMISING

CUSTOMER EXPERIENCE?

SOLUTION: PRIVACY-ASSURED MARKETING

PROBLEM: CONSUMER TRUST

SOURCES 1) Akamai Consumer Attitudes Toward Data Privacy Survey, 2018

2) Accenture, Making It Personal: Why brands must move from communication to conversation for greater personalization, Pulse Check 2018

3) Deloitte, Building Customer Trust: Protecting customer data in the consumer product industry

4) United Nations Conference on Trade and Development, https://unctad.org/en/Pages/DTL/STI_and_ICTs/ICT4D-Legislation/eCom-Data-

Protection-Laws.aspx

5) Akamai Consumer Attitudes Toward Data Privacy Survey, 2018

Leading brands combine privacy-assured marketing with

robust customer identity and access management (CIAM).

Learn more at akamai.com/ciam.

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Biometric Data: such as fingerprints and facial recognition

Medical Information

Pseudonymous Data: personal data that has been hashed or encrypted

Unique Identifiers: such as IP address or local data

Build Consumer Trust: The Fundamentals of

Privacy-Assured Marketing

PRIVACYPERSONALIZATION

Consumers are interested, but often don’t trust brands. Because the brands control their data, they often:

Build Trust With Transparency

Empower Your Customers

Provide End-to-End Data Protection

PRIVACY- ASSURED

MARKETING

Reject consent3 Abandon sign-up3

Opt out3

Ask for deletion 3

Limit consent3 Sign up with fake data3 Ask for their data3

THESE RAISED EXPECTATIONS SPURRED DATA PRIVACY REGULATIONS

AROUND THE GLOBE

AND THE DEFINITION OF WHAT PERSONAL DATA IS HAS EXPANDED

100+data privacy regulations have been proposed, passed, or enacted globally, at minimum.4

66%of surveyed CONSUMERS believe GOVERNMENTS should pass MORE DATA PRIVACY laws.5

• End users are comfortable, and trust sharing their personal data with your brand

3 Make your brand’s commitment to security and privacy explicit

• End users provide consents andpreferences across all brands,channels, and touchpoints in asimple, unified way

3 Compile end-user data into a unified view across all brands, channels, and touchpoints

• Marketing and data systemsimplement security andprivacy by design — not as anafterthought

3 Use strong encryption for all data, and store user consents and preferences alongside user data

• All applications can onlyaccess appropriate dataelements, and data does notget spread far and wide

3 Data access is scoped per application so that applications can only access end-user data at the data field level

SOLUTIONGOAL

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